What Is Marketing? Contributor(s): Review, Harvard Business (Author), Silk, Alvin J. (Author) |
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ISBN: 1422104605 ISBN-13: 9781422104606 Publisher: Harvard Business Review Press OUR PRICE: $28.80 Product Type: Paperback - Other Formats Published: October 2006 Annotation: Successful marketing requires a deep knowledge of customers, competitors, and collaborators and great skill in serving customers profitably. This book provides the foundation for developing those skills and insights. |
Additional Information |
BISAC Categories: - Business & Economics | Marketing - General |
Dewey: 658.8 |
LCCN: 2006021351 |
Series: What Is? |
Physical Information: 0.7" H x 6.1" W x 9.2" (0.60 lbs) 220 pages |
Descriptions, Reviews, Etc. |
Publisher Description: Sometimes you need more then a one-sentence answer. While the term marketing generally refers to what a company does to create value for customers, practicing marketers know they have a major role in setting their company's strategic direction. Successful marketing requires a deep knowledge of customers, competitors, and collaborators--and great skill in serving customers profitably. The book provides the foundation for developing those skills and insights. It's organized according to the design of the first-year marketing course in Harvard Business School's MBA program. Each chapter was written by HBS faculty and used by MBA students to analyze marketing opportunities and develop and execute successful marketing strategies. Areas covered include: Timeless yet timely, this book provides valuable background information for understanding and interpreting business and competition from a marketing point of view. That makes it useful in both formal and informal educational settings, including on-the-job training. Simply put, it's required reading for marketing students and a must-have recourse for marketing professionals. |